To say the pandemic disrupted how we live feels almost cliché at this point—but it truly reshaped everything, even our closets. Gone were the power suits and party dresses; in came nap dresses, stretchy pants, and carefully curated “Zoom tops.” As we now navigate yet another summer in this in-between world—half online, half outside—many of us are turning to fashion not just for practicality, but for comfort, self-expression, and even a little joy.
Enter dopamine dressing.
What Exactly Is Dopamine Dressing?
At its core, dopamine dressing is about wearing clothes that make you feel good—pieces that literally spark joy. Maybe it’s a color that lights up your skin tone, a texture that feels luxurious against your body, or a silhouette that reminds you of your best self. The concept was introduced by fashion psychologist Dawnn Karen, known as “The Dress Doctor,” who explored the link between mood and clothing in her book Dress Your Best Life.
During the early pandemic, Karen found herself asking: If dopamine can be released through activities like exercise, could fashion do the same? Her answer: yes. Think leopard print when you’d usually reach for black, whimsical mismatched layers, or an unapologetically bright tutu. In her words, it’s about wearing “crazy, whimsical stuff that doesn’t match” if it makes you happy. Thus, “mood enhancement dress” was rebranded into the far catchier “dopamine dressing”—and the term took off.
Why It’s Everywhere Right Now
Social media helped turn dopamine dressing from niche idea to full-blown movement. TikTokers and Instagram creators flooded feeds with kaleidoscopic outfits and maximalist styling, inspiring others to embrace boldness. You can see its fingerprints all over today’s trends: Pantone’s Veri Peri shade became 2022’s “it” color, opera gloves and feathers dominated both runways and For You Pages, and we’ve seen a resurgence of miniskirts, royalcore, and Y2K nostalgia.
As Whitney Keefe, style expert at Stitch Fix, puts it: “We’re nostalgic for the days when we expressed ourselves more freely through fashion—so we’re amping it way up. Dopamine dressing is about confidence. For some people, that’s a favorite silhouette; for others, it’s a punchy print or a certain texture. Whatever makes you feel best is what works.”
Reclaiming Fashion as Play
For many, dopamine dressing is about permission—permission to wear what you love, even if it’s “too much” for the office or a coffee run. Personal shopper Mary Higham admits she always worried her taste was “a little extra.” But now, working outside a traditional office environment, she leans into it.
“Fashion should be fun and joyous,” she says. “After everything we’ve been through the last few years, it only makes sense to reach for clothes that bring you energy.”
How to Try Dopamine Dressing Yourself
The beauty of dopamine dressing is that it doesn’t require a brand-new wardrobe or an influencer-level budget. It’s about reframing how you get dressed. Here are a few ways to ease in:
1. Tune Into Your Mood
Before scrolling your phone in the morning, take a beat. Ask yourself: How do I feel today? How do I want to feel? Then dress for that. Dawnn Karen encourages people to use fashion as a daily emotional check-in—something we rarely did pre-pandemic.
2. Shop Your Own Closet
The most joyful pieces are often ones you already own. Keefe suggests noticing what you instinctively reach for and doubling down. If you gravitate toward red shoes or a certain cut of jeans, wear them more.
3. Borrow From Your Feed
Love a certain aesthetic on Instagram or TikTok? Use it as inspiration. Higham points out that fashion mood boards—digital or physical—can help uncover your personal “joy triggers.”
4. Play With Color Therapy
While color psychology suggests certain hues evoke specific moods, personal association matters most. For some, pink is calming; for others, leopard print feels like a neutral. Forget trends—wear what energizes you.
5. Explore Texture
Velvet, tulle, crochet, feathers—textures carry emotional weight too. Mixing materials can feel daring and fresh, offering just as much mood boost as a neon color.
6. Start Small
If a technicolor tutu feels intimidating, try baby steps. Higham recommends picking one standout piece—a necklace, a bold shoe, a statement blazer—and styling around it. Even a “special occasion” piece can become everyday if you decide today is the occasion.
Dressing for Joy
Ultimately, dopamine dressing isn’t about impressing anyone else. It’s about reclaiming clothing as a source of pleasure in a world that often feels overwhelming.
“Let’s find joy wherever we can,” Higham reminds us. “Even if that’s just in wearing a really fun outfit.”
And maybe that’s the real shift: fashion no longer has to be about rules, occasions, or fitting in. It can simply be about choosing pieces that make you feel like the brightest version of yourself.
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